Download - Membership Marketing GPS Intro for AGIA
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Copyright 2012 SomaStream Inc. 1
SomaStream’s Membership Marketing
GPS Intro for AGIA
Leveraging the power ofprospect involvement
Thomas C. SelleckSomaStream Inc.
www.SomaStream.blogspot.com
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Copyright 2012 SomaStream Inc. 2
Membership Marketing GPS
The internet marketing path
should be simple and direct:• Targeted prospect or house list• A subject line in the prospect’s in-box• Compelling email copy• Click-through to squeeze / landing page • A specific sales offer page• The prospect buys
![Page 3: Membership Marketing GPS Intro for AGIA](https://reader033.vdocument.in/reader033/viewer/2022060108/554e5dddb4c905b2178b5169/html5/thumbnails/3.jpg)
Copyright 2012 SomaStream Inc. 3
Membership Marketing GPS
The internet marketing path
should be simple and direct:• Targeted prospect or house list• A subject line in the prospect’s in-box• Compelling email copy• Click-through to squeeze / landing page • A specific sales offer page• The prospect buys
![Page 4: Membership Marketing GPS Intro for AGIA](https://reader033.vdocument.in/reader033/viewer/2022060108/554e5dddb4c905b2178b5169/html5/thumbnails/4.jpg)
Copyright 2012 SomaStream Inc. 4
Membership Marketing GPS
The internet marketing path
should be simple and direct:• Targeted prospect or house list• A subject line in the prospect’s in-box• Compelling email copy• Click-through to squeeze / landing page • A specific sales offer page• The prospect buys
![Page 5: Membership Marketing GPS Intro for AGIA](https://reader033.vdocument.in/reader033/viewer/2022060108/554e5dddb4c905b2178b5169/html5/thumbnails/5.jpg)
Copyright 2012 SomaStream Inc. 5
Membership Marketing GPS
The internet marketing path
should be simple and direct:• Targeted prospect or house list• A subject line in the prospect’s in-box• Compelling email copy• Click-through to squeeze / landing page • A specific sales offer page• The prospect buys
![Page 6: Membership Marketing GPS Intro for AGIA](https://reader033.vdocument.in/reader033/viewer/2022060108/554e5dddb4c905b2178b5169/html5/thumbnails/6.jpg)
Copyright 2012 SomaStream Inc. 6
Membership Marketing GPS
The internet marketing path
should be simple and direct:• Targeted prospect or house list• A subject line in the prospect’s in-box• Compelling email copy• Click-through to squeeze / landing page • A specific sales offer page• The prospect buys
![Page 7: Membership Marketing GPS Intro for AGIA](https://reader033.vdocument.in/reader033/viewer/2022060108/554e5dddb4c905b2178b5169/html5/thumbnails/7.jpg)
Copyright 2012 SomaStream Inc. 7
Membership Marketing GPS
The internet marketing path
should be simple and direct:• Targeted prospect or house list• A subject line in the prospect’s in-box• Compelling email copy• Click-through to squeeze / landing page • A specific sales offer page• The prospect buys
![Page 8: Membership Marketing GPS Intro for AGIA](https://reader033.vdocument.in/reader033/viewer/2022060108/554e5dddb4c905b2178b5169/html5/thumbnails/8.jpg)
Copyright 2012 SomaStream Inc. 8
Membership Marketing GPS
The internet marketing path
should be simple and direct:• Targeted prospect or house list• A subject line in the prospect’s in-box• Compelling email copy• Click-through to squeeze / landing page • A specific sales offer page• The prospect buys
![Page 9: Membership Marketing GPS Intro for AGIA](https://reader033.vdocument.in/reader033/viewer/2022060108/554e5dddb4c905b2178b5169/html5/thumbnails/9.jpg)
Copyright 2012 SomaStream Inc. 9
Membership Marketing GPS
The internet marketing path should be simple and direct.
Problem is, there are many pitfalls:
• Email doesn’t get opened• Prospect doesn’t read the email• Click-through link is never clicked• Prospect bails at the landing page• Sales offer is ignored• Conversion rates stay low.
![Page 10: Membership Marketing GPS Intro for AGIA](https://reader033.vdocument.in/reader033/viewer/2022060108/554e5dddb4c905b2178b5169/html5/thumbnails/10.jpg)
Copyright 2012 SomaStream Inc. 10
Membership Marketing GPS
The internet marketing path should be simple and direct.
Problem is, there are many pitfalls:
• Email doesn’t get opened• Prospect doesn’t read the email• Click-through link is never clicked• Prospect bails at the landing page• Sales offer is ignored• Conversion rates stay low.
![Page 11: Membership Marketing GPS Intro for AGIA](https://reader033.vdocument.in/reader033/viewer/2022060108/554e5dddb4c905b2178b5169/html5/thumbnails/11.jpg)
Copyright 2012 SomaStream Inc. 11
Membership Marketing GPS
The internet marketing path should be simple and direct.
Problem is, there are many pitfalls:
• Email doesn’t get opened• Prospect doesn’t read the email• Click-through link is never clicked• Prospect bails at the landing page• Sales offer is ignored• Conversion rates stay low.
![Page 12: Membership Marketing GPS Intro for AGIA](https://reader033.vdocument.in/reader033/viewer/2022060108/554e5dddb4c905b2178b5169/html5/thumbnails/12.jpg)
Copyright 2012 SomaStream Inc. 12
Membership Marketing GPS
The internet marketing path should be simple and direct.
Problem is, there are many pitfalls:
• Email doesn’t get opened• Prospect doesn’t read the email• Click-through link is never clicked• Prospect bails at the landing page• Sales offer is ignored• Conversion rates stay low.
![Page 13: Membership Marketing GPS Intro for AGIA](https://reader033.vdocument.in/reader033/viewer/2022060108/554e5dddb4c905b2178b5169/html5/thumbnails/13.jpg)
Copyright 2012 SomaStream Inc. 13
Membership Marketing GPS
The internet marketing path should be simple and direct.
Problem is, there are many pitfalls:
• Email doesn’t get opened• Prospect doesn’t read the email• Click-through link is never clicked• Prospect bails at the landing page• Sales offer is ignored• Conversion rates stay low.
![Page 14: Membership Marketing GPS Intro for AGIA](https://reader033.vdocument.in/reader033/viewer/2022060108/554e5dddb4c905b2178b5169/html5/thumbnails/14.jpg)
Copyright 2012 SomaStream Inc. 14
Membership Marketing GPS
The internet marketing path should be simple and direct.
Problem is, there are many pitfalls:
• Email doesn’t get opened• Prospect doesn’t read the email• Click-through link is never clicked• Prospect bails at the landing page• Sales offer is ignored• Conversion rates stay low.
![Page 15: Membership Marketing GPS Intro for AGIA](https://reader033.vdocument.in/reader033/viewer/2022060108/554e5dddb4c905b2178b5169/html5/thumbnails/15.jpg)
Copyright 2012 SomaStream Inc. 15
Membership Marketing GPS
The overall problem is a low commitment to following the path.
Why?
The internet marketing processis often too impersonaland offers the prospectno meaningful engagement.
![Page 16: Membership Marketing GPS Intro for AGIA](https://reader033.vdocument.in/reader033/viewer/2022060108/554e5dddb4c905b2178b5169/html5/thumbnails/16.jpg)
Copyright 2012 SomaStream Inc. 16
Membership Marketing GPS
Overall a low commitmentto following this path.
Why?
The internet marketing processis often too impersonaland offers the prospectno meaningful engagement.
![Page 17: Membership Marketing GPS Intro for AGIA](https://reader033.vdocument.in/reader033/viewer/2022060108/554e5dddb4c905b2178b5169/html5/thumbnails/17.jpg)
Copyright 2012 SomaStream Inc. 17
Membership Marketing GPS
Ideal Internet Marketing Process:
What would it look like?
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Copyright 2012 SomaStream Inc. 18
Membership Marketing GPS
Ideal Internet Marketing Process:
Emulates a personal, one-on-one conversation with a skilled salesperson
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Copyright 2012 SomaStream Inc. 19
Membership Marketing GPS
Ideal Internet Marketing Process:
• Evaluation of the prospect’s needs
• Personal engagement & interaction
• Feedback and re-framing of needs• Involvement and reinforcement
• Individualization of benefits
• Highly targeted offer
• Need-fulfilling close
![Page 20: Membership Marketing GPS Intro for AGIA](https://reader033.vdocument.in/reader033/viewer/2022060108/554e5dddb4c905b2178b5169/html5/thumbnails/20.jpg)
Copyright 2012 SomaStream Inc. 20
Membership Marketing GPS
Ideal Internet Marketing Process:
• Evaluation of the prospect’s needs
• Personal engagement & interaction
• Feedback and re-framing of needs• Involvement and reinforcement
• Individualization of benefits
• Highly targeted offer
• Need-fulfilling close
![Page 21: Membership Marketing GPS Intro for AGIA](https://reader033.vdocument.in/reader033/viewer/2022060108/554e5dddb4c905b2178b5169/html5/thumbnails/21.jpg)
Copyright 2012 SomaStream Inc. 21
Membership Marketing GPS
Ideal Internet Marketing Process:
• Evaluation of the prospect’s needs
• Personal engagement & interaction
• Feedback and re-framing of needs• Involvement and reinforcement
• Individualization of benefits
• Highly targeted offer
• Need-fulfilling close
![Page 22: Membership Marketing GPS Intro for AGIA](https://reader033.vdocument.in/reader033/viewer/2022060108/554e5dddb4c905b2178b5169/html5/thumbnails/22.jpg)
Copyright 2012 SomaStream Inc. 22
Membership Marketing GPS
Ideal Internet Marketing Process:
• Evaluation of the prospect’s needs
• Personal engagement & interaction
• Feedback and re-framing of needs• Involvement and reinforcement
• Individualization of benefits
• Highly targeted offer
• Need-fulfilling close
![Page 23: Membership Marketing GPS Intro for AGIA](https://reader033.vdocument.in/reader033/viewer/2022060108/554e5dddb4c905b2178b5169/html5/thumbnails/23.jpg)
Copyright 2012 SomaStream Inc. 23
Membership Marketing GPS
Ideal Internet Marketing Process:
• Evaluation of the prospect’s needs
• Personal engagement & interaction
• Feedback and re-framing of needs• Involvement and reinforcement
• Individualization of benefits
• Highly targeted offer
• Need-fulfilling close
![Page 24: Membership Marketing GPS Intro for AGIA](https://reader033.vdocument.in/reader033/viewer/2022060108/554e5dddb4c905b2178b5169/html5/thumbnails/24.jpg)
Copyright 2012 SomaStream Inc. 24
Membership Marketing GPS
Ideal Internet Marketing Process:
• Evaluation of the prospect’s needs
• Personal engagement & interaction
• Feedback and re-framing of needs• Involvement and reinforcement
• Individualization of benefits
• Highly targeted offer
• Need-fulfilling close
![Page 25: Membership Marketing GPS Intro for AGIA](https://reader033.vdocument.in/reader033/viewer/2022060108/554e5dddb4c905b2178b5169/html5/thumbnails/25.jpg)
Copyright 2012 SomaStream Inc. 25
Membership Marketing GPS
Ideal Internet Marketing Process:
• Evaluation of the prospect’s needs
• Personal engagement & interaction
• Feedback and re-framing of needs• Involvement and reinforcement
• Individualization of benefits
• Highly targeted offer
• Need-fulfilling close
![Page 26: Membership Marketing GPS Intro for AGIA](https://reader033.vdocument.in/reader033/viewer/2022060108/554e5dddb4c905b2178b5169/html5/thumbnails/26.jpg)
Copyright 2012 SomaStream Inc. 26
Membership Marketing GPS
Ideal Internet Marketing Processin a nutshell:
• Engagement • Interaction• Personalization
![Page 27: Membership Marketing GPS Intro for AGIA](https://reader033.vdocument.in/reader033/viewer/2022060108/554e5dddb4c905b2178b5169/html5/thumbnails/27.jpg)
Copyright 2012 SomaStream Inc. 27
Membership Marketing GPS
Ideal Internet Marketing Processin a nutshell:
• Engagement • Interaction• Personalization
![Page 28: Membership Marketing GPS Intro for AGIA](https://reader033.vdocument.in/reader033/viewer/2022060108/554e5dddb4c905b2178b5169/html5/thumbnails/28.jpg)
Copyright 2012 SomaStream Inc. 28
Membership Marketing GPS
Ideal Internet Marketing Processin a nutshell:
• Engagement • Interaction• Personalization
![Page 29: Membership Marketing GPS Intro for AGIA](https://reader033.vdocument.in/reader033/viewer/2022060108/554e5dddb4c905b2178b5169/html5/thumbnails/29.jpg)
Copyright 2012 SomaStream Inc. 29
Membership Marketing GPS
Ideal Internet Marketing Processin a nutshell:
• Engagement • Interaction• Personalization
![Page 30: Membership Marketing GPS Intro for AGIA](https://reader033.vdocument.in/reader033/viewer/2022060108/554e5dddb4c905b2178b5169/html5/thumbnails/30.jpg)
Copyright 2012 SomaStream Inc. 30
Membership Marketing GPS
Ideal Internet Marketing Process: Engagement, Interaction & Personalization
One possible solution is a “wizard”based on an interactive database.
The prospect answers questions or selects options in a sequentialprocess and the “wizard”determines a targeted offer
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Copyright 2012 SomaStream Inc. 31
Membership Marketing GPS
Ideal Internet Marketing Process: Engagement, Interaction & Personalization
One possible solution is a “wizard”based on an interactive database.
The prospect answers questions or selects options in a sequentialprocess and the “wizard”determines a targeted offer
![Page 32: Membership Marketing GPS Intro for AGIA](https://reader033.vdocument.in/reader033/viewer/2022060108/554e5dddb4c905b2178b5169/html5/thumbnails/32.jpg)
Copyright 2012 SomaStream Inc. 32
Membership Marketing GPS
Ideal Internet Marketing Process:
A new problem:
Programming for a wizard can be complex and expensive
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Copyright 2012 SomaStream Inc. 33
Membership Marketing GPS
Ideal Internet Marketing Process: Engagement, Interaction & Personalization SomaStream’s Membership Marketing GPS is the
easier & more efficient way
to provide highly personalized
experience with less effort and
much lower programming cost.
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Copyright 2012 SomaStream Inc. 34
Membership Marketing GPS
Ideal Internet Marketing Process: Engagement, Interaction & Personalization
Internet Entrepreneurs have increased conversion by 200% or more by
applying similar, but much less sophisticated strategies to achieve on-the-fly market segmentation and personalized targeting.
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Copyright 2012 SomaStream Inc. 35
Membership Marketing GPS
Ideal Internet Marketing Process: Engagement, Interaction & Personalization
The core strategy of on-the-fly market segmentation has been proven highly effective.
Now SomaStream’s Membership Marketing GPS takes these strategies and technologies to a higher level.
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Copyright 2012 SomaStream Inc. 36
Membership Marketing GPS
SomaStream’s Membership Marketing GPS guides the prospect along a rewarding interactive path of discovery towards a personalized offer.
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Copyright 2012 SomaStream Inc. 37
Membership Marketing GPS
• Innovative way to guide your prospects to a personalized offer
• Leads prospects through a series of interactions to a “destination” that meets their specific needs
![Page 38: Membership Marketing GPS Intro for AGIA](https://reader033.vdocument.in/reader033/viewer/2022060108/554e5dddb4c905b2178b5169/html5/thumbnails/38.jpg)
Copyright 2012 SomaStream Inc. 38
Membership Marketing GPS
• Innovative way to guide your prospects to a personalized offer
• Leads prospects through a series of interactions to a “destination” that meets their specific needs
![Page 39: Membership Marketing GPS Intro for AGIA](https://reader033.vdocument.in/reader033/viewer/2022060108/554e5dddb4c905b2178b5169/html5/thumbnails/39.jpg)
Copyright 2012 SomaStream Inc. 39
Membership Marketing GPS
Your website visitors enjoy:
• An enticing but simple process of engagement
• Deepening commitment to finding out more
• An enjoyable self-discovery process• The satisfaction of getting personalized
recommendations
![Page 40: Membership Marketing GPS Intro for AGIA](https://reader033.vdocument.in/reader033/viewer/2022060108/554e5dddb4c905b2178b5169/html5/thumbnails/40.jpg)
Copyright 2012 SomaStream Inc. 40
Membership Marketing GPS
Your website visitors enjoy:
• An enticing but simple process of engagement
• Deepening commitment to finding out more
• An enjoyable self-discovery process• The satisfaction of getting personalized
recommendations
![Page 41: Membership Marketing GPS Intro for AGIA](https://reader033.vdocument.in/reader033/viewer/2022060108/554e5dddb4c905b2178b5169/html5/thumbnails/41.jpg)
Copyright 2012 SomaStream Inc. 41
Membership Marketing GPS
Your website visitors enjoy:
• An enticing but simple process of engagement
• Deepening commitment to finding out more
• An enjoyable self-discovery process• The satisfaction of getting personalized
recommendations
![Page 42: Membership Marketing GPS Intro for AGIA](https://reader033.vdocument.in/reader033/viewer/2022060108/554e5dddb4c905b2178b5169/html5/thumbnails/42.jpg)
Copyright 2012 SomaStream Inc. 42
Membership Marketing GPS
Your website visitors enjoy:
• An enticing but simple process of engagement
• Deepening commitment to finding out more
• An enjoyable self-discovery process• The satisfaction of getting personalized
recommendations
![Page 43: Membership Marketing GPS Intro for AGIA](https://reader033.vdocument.in/reader033/viewer/2022060108/554e5dddb4c905b2178b5169/html5/thumbnails/43.jpg)
Copyright 2012 SomaStream Inc. 43
Membership Marketing GPS
Your website visitors enjoy:
• An enticing but simple process of engagement
• Deepening commitment to finding out more
• An enjoyable self-discovery process• The satisfaction of getting personalized
recommendations
![Page 44: Membership Marketing GPS Intro for AGIA](https://reader033.vdocument.in/reader033/viewer/2022060108/554e5dddb4c905b2178b5169/html5/thumbnails/44.jpg)
Copyright 2012 SomaStream Inc. 44
Membership Marketing GPS
Why does this increaseinvolvement & conversion?
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Copyright 2012 SomaStream Inc. 45
Membership Marketing GPS
Why does this increaseinvolvement & conversion?
It’s human nature to persist in seeking closure, and to look forpersonalized meaning – as long as the right stimulus is provided.
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Copyright 2012 SomaStream Inc. 46
Membership Marketing GPS
Why does this increaseinvolvement & conversion?
Membership Marketing GPS leverages the psychological phenomena known as the Zeigarnik Effect & the Barnum or Forer Effect.
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Copyright 2012 SomaStream Inc. 47
Membership Marketing GPSPsychological Effects
After following the interactive path of Q&As provided by the Marketing GPS system, participants believe the recommendations are:
• Personalized • More credible• More accurate
They believe this even if the sales message is not personalized!
![Page 48: Membership Marketing GPS Intro for AGIA](https://reader033.vdocument.in/reader033/viewer/2022060108/554e5dddb4c905b2178b5169/html5/thumbnails/48.jpg)
Copyright 2012 SomaStream Inc. 48
Membership Marketing GPSPsychological Effects
After following the interactive path of Q&As provided by the Marketing GPS system, participants believe the recommendations are:
• Personalized • More credible• More accurate
They believe this even if the sales message is not personalized!
![Page 49: Membership Marketing GPS Intro for AGIA](https://reader033.vdocument.in/reader033/viewer/2022060108/554e5dddb4c905b2178b5169/html5/thumbnails/49.jpg)
Copyright 2012 SomaStream Inc. 49
Membership Marketing GPSPsychological Effects
After following the interactive path of Q&As provided by the Marketing GPS system, participants believe the recommendations are:
• Personalized • More credible• More accurate
They believe this even if the sales message is not personalized!!
![Page 50: Membership Marketing GPS Intro for AGIA](https://reader033.vdocument.in/reader033/viewer/2022060108/554e5dddb4c905b2178b5169/html5/thumbnails/50.jpg)
Copyright 2012 SomaStream Inc. 50
Membership Marketing GPS
As a marketer, you benefit from:
• An easy way to filter general visitor traffic to targeted sales pages
• A series of micro-commitments from your visitors
• Increased visitors’ receptivity to your “personalized” sales message
• Increased conversion
![Page 51: Membership Marketing GPS Intro for AGIA](https://reader033.vdocument.in/reader033/viewer/2022060108/554e5dddb4c905b2178b5169/html5/thumbnails/51.jpg)
Copyright 2012 SomaStream Inc. 51
Membership Marketing GPS
As a marketer, you benefit from:
• An easy way to filter general visitor traffic to targeted sales pages
• A series of micro-commitments from your visitors
• Increased visitors’ receptivity to your “personalized” sales message
• Increased conversion
![Page 52: Membership Marketing GPS Intro for AGIA](https://reader033.vdocument.in/reader033/viewer/2022060108/554e5dddb4c905b2178b5169/html5/thumbnails/52.jpg)
Copyright 2012 SomaStream Inc. 52
Membership Marketing GPS
As a marketer, you benefit from:
• An easy way to filter general visitor traffic to targeted sales pages
• A series of micro-commitments from your visitors
• Increased visitors’ receptivity to your “personalized” sales message
• Increased conversion
![Page 53: Membership Marketing GPS Intro for AGIA](https://reader033.vdocument.in/reader033/viewer/2022060108/554e5dddb4c905b2178b5169/html5/thumbnails/53.jpg)
Copyright 2012 SomaStream Inc. 53
Membership Marketing GPS
As a marketer, you benefit from:
• An easy way to filter general visitor traffic to targeted sales pages
• A series of micro-commitments from your visitors
• Increased visitors’ receptivity to your “personalized” sales message
• Increased conversion
![Page 54: Membership Marketing GPS Intro for AGIA](https://reader033.vdocument.in/reader033/viewer/2022060108/554e5dddb4c905b2178b5169/html5/thumbnails/54.jpg)
Copyright 2012 SomaStream Inc. 54
Membership Marketing GPS
As a marketer, you benefit from:
• An easy way to filter general visitor traffic to targeted sales pages
• A series of micro-commitments from your visitors
• Increased visitors’ receptivity to your “personalized” sales message
• Increased conversion
![Page 55: Membership Marketing GPS Intro for AGIA](https://reader033.vdocument.in/reader033/viewer/2022060108/554e5dddb4c905b2178b5169/html5/thumbnails/55.jpg)
Copyright 2012 SomaStream Inc. 55
Membership Marketing GPS
The result is an increase in theprospect’s involvement … and acorresponding increase in conversion.
Continue on to Part 2 to explore why this happens, what it has to dowith P.T. Barnum, and to see how this strategy can be implemented.
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Copyright 2012 SomaStream Inc. 56
Membership Marketing GPS
Just click on the screen below to view Part 2.
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Copyright 2012 SomaStream Inc. 57
Membership Marketing GPS
Thanks for your interest!Thomas. C. SelleckSomaStream@gmail.com203.903.1008www.SomaStream.blogspot.com